Environmental awareness of Gen Z: A credible and persuasive eco-friendly last-mile delivery message supported by AI

Last-mile delivery is the most complex and costly stage of the supply chain, where sustainability considerations are gaining strategic importance. Eco-friendly logistics solutions are increasingly valued, especially by Generation Z, digital natives actively engaged in online purchasing and highly sensitive to environmental issues. Artificial Intelligence (AI) supports this process by analysing consumer behaviour and message performance, enabling personalised communication. The purpose of this study is to explore the characteristics of credible and persuasive eco-friendly delivery messages in the context of sustainable development for Gen Z. The findings indicate that two message types are most influential: Eco Signals (symbols, colours, emotional language) and Sustainability Indicators (carbon footprint data, CO₂ reduction rates). The most effective messages combine both elements. A model message structure and the scope of AI-based analysis are proposed. The study confirms the importance of personalised sustainability communication for Gen Z and the need for further empirical research.